Full Breakdown
South Korea's Sanitary Pad Market Responds to Presidential Critique
1/30/2026, 12:48:39 AM
Presidential Intervention Sparks Industry Change
South Korean President Lee Jae Myung recently highlighted the high prices of sanitary pads in South Korea, stating that they are nearly 40% more expensive than similar products available overseas. During a Cabinet meeting on January 20, 2023, he criticized the limited consumer choices and the lack of affordable options for low-income households, urging manufacturers to produce cheaper, basic-quality sanitary pads. His remarks prompted immediate responses from the industry, particularly from Coupang, a major online retailer.
Coupang's Price Reduction Initiative
In response to President Lee's comments, Coupang announced on January 29 that it would launch its private brand sanitary pads, LunaMEE, at a price of 99 won (approximately nine Singapore cents) per unit, effective February 1. This initiative marks a significant reduction, with a four-pack of 18 medium-sized pads dropping from 9,390 won to 7,120 won, representing a 24% decrease. Coupang's decision is part of a broader effort to address consumer concerns over rising sanitary pad prices, which have been attributed to high distribution costs, reportedly accounting for 50% of the retail price.
Industry-Wide Responses
Following Coupang's announcement, other manufacturers also began to take action. Yuhan-Kimberly, LG Uni-Charm, and Kleannara have all indicated plans to expand their offerings of mid- to low-priced sanitary pads. Yuhan-Kimberly, for instance, announced the launch of new products aimed at affordability, while LG Uni-Charm plans to introduce items at half the price of its premium line by March 2023. These moves reflect a growing recognition of the need for more accessible sanitary products in the market.
Criticism and Ongoing Challenges
Despite these positive developments, there remains skepticism regarding the long-term impact of these price reductions. Critics argue that the oligopolistic nature of the sanitary pad market limits genuine competition, which could sustain high prices. President Lee's comments have reignited discussions about the need for government intervention to ensure that basic sanitary products are available to all, particularly for economically vulnerable populations.
Official Statements and Future Directions
President Lee has expressed hope that the recent industry changes will lead to a more stable market for sanitary pads. He has also suggested exploring options for producing basic-quality pads that could be supplied free of charge to those in need. The Fair Trade Commission is currently investigating the pricing practices of major sanitary pad manufacturers, which may lead to further regulatory actions aimed at promoting fair pricing.
Verbatim Quotes
- “Sanitary pads in our country appear to be nearly 40 per cent more expensive than those overseas. Shouldn’t cheaper options also be made and sold for lower-income households? Why aren’t basic-quality, affordable pads being produced?” — President Lee Jae Myung
- “As sanitary pads prices have soared in recent years and customers are suffering from high prices, we plan to distribute high-quality sanitary pads at a low price for the first time in the distribution industry.” — Coupang Official
- “We need to make and sell cheap ones so that even poor people can use them.” — President Lee Jae Myung
The recent actions taken by Coupang and other manufacturers in response to President Lee's critique signify a pivotal moment in South Korea's sanitary pad market, with potential implications for consumer choice and affordability in the future.
